This blog contains tips, tricks and advice to help you set up best-in-class landing pages for your marketing campaigns.

Tuesday, March 08, 2005

Increase the Conversion Rates of Your Landing Page

A landing page is typically created to serve one specific purpose or goal -- eg. to drive sales for a specific product, to generate leads, to obtain event registrations, etc. To achieve this goal (and to increase the conversion rates of your landing page), Ralph Wilson states in his e-book "How to Develop a Landing Page that Closes the Sale" that every element on the landing page should point the prospect to that specific goal. You should stay focussed on this goal:

Don't distract your prospects with additional links to other parts of your website: they'll get lost, confused and eventually leave your website without doing what you want them to do.

Doprovide several types of links to your offer: a text link, a button, an image. People like to feel that they have a choice.

You should also avoid that people need to scroll to the bottom of your page to find out what the offer is. Make sure to provide enough opportunities for the prospect to "click-through" to your offer: mention it prominently above the fold, in the middle and at the bottom of your landing page.